The Sales Follow Up Blueprint: 15 Strategies That Turn Leads into Wins

In sales, the follow up process makes the big difference. You either succeed in closing a deal or losing a lead.

Did you know that 80% of sales require at least five follow-up touches? Yet, many sales reps stop after just one or two.

If you're not persistent, you're leaving money on the table. This guide will give you powerful follow-up strategies that can embark your sales game.

What is a Sales Follow Up?

A sales follow up is when you reconnect with a potential client after your first interaction. This could be after a call, meeting, or email. The goal is to keep the conversation moving forward and ultimately close the deal.

Why is Following Up Important in Sales Process?

Following up is crucial in the sales process. It ensures that potential clients don't forget about your offer and shows that you are committed to helping them. Regular follow-ups are critical in moving prospects through the sales cycle efficiently.

Here's why follow ups are important:

1. Stay Top of Mind

• Following up helps you stay on the radar of potential clients.
• Research from Marketing Donut shows that 80% of sales require at least five follow ups after the initial contact.

2. Build Trust with Sales Leads

• Consistent follow ups show that you are reliable.
• Clients often need multiple interactions to build trust.
• Sales reps who follow up regularly demonstrate that they are serious about providing value, not just closing a quick sale.

3. Address Pain Points Directly

• A follow up allows you to address any pain points or concerns the client might have.
• If they hesitate to move forward, you can provide solutions that make them feel more confident.

4. Increase Deal Closures

• Follow ups are key to closing deals. When your follow-ups are timely and relevant, your sales leads respond more positively.
• According to Invesp, 63% of leads requesting information won’t make a purchase for at least three months.

5. Maintain Engagement with Existing Customers

• Following up isn’t just for new leads.
• Keeping in touch with existing customers can lead to repeat business and referrals.  It’s an essential part of customer retention.

6. Plan Next Steps in Your Follow Up Schedule

• A strong follow up schedule helps you plan your next steps.
• Whether it’s scheduling a follow up call or setting up a meeting, always guide the client to the next action.

Key Types of Sales Follow Ups in 2024

1. Personalized Emails

Personalized emails are a powerful tool in the sales follow up strategy. They help you connect with your sales leads by making each message feel unique. Always tailor your approach when following up with a prospective client, ensuring the communication is relevant to their needs.

Here's how to do it:

• Tailored Content: Instead of sending the same email to everyone, personalize your emails. Use the client's name, mention their specific needs, and show that you care about solving their problems.
• Relevant Data: Use data to make your emails more engaging. For example, mention a product they showed interest in or address a particular pain point they mentioned.
• Clear Next Steps: Always include a clear next step in your emails. Whether it’s scheduling a follow up call or providing more information, make it easy for the client to know what to do next.

2. Video Messages

Video messages are becoming a popular follow up method. They offer a more personal touch compared to regular emails or phone calls.

Here's why to do it:

• Personal Connection: Videos allow you to speak directly to your client. They can see your face, hear your voice, and feel more connected to you.
• Easy to Understand: Videos can explain complex ideas in a simple way. You can show how your product works or how it can solve the client’s pain points.
• Short and Engaging: Keep your video messages short, around 1-2 minutes. This makes it easier for the client to watch and understand your message.

3. AI-Powered Insights

Artificial Intelligence (AI) is changing the way sales follow ups are done. AI tools can help you analyze data and make better decisions.

Here's why to do it:

• Predictive Analysis: AI can predict which sales leads are most likely to respond to your follow ups. This helps you focus on the right clients.
• Personalized Suggestions: AI can suggest personalized content for each client based on their behavior. This makes your follow ups more relevant and effective.
• Automated Follow Ups: AI can also automate some follow ups, sending reminders or updates without you having to do it manually.

4. Social Media DMs

Social Media Direct Messages (DMs) are becoming a vital part of the sales follow up process. They allow you to engage with prospects on platforms they use daily.

Here's why to do it:

• Personal Connection: Sending a DM makes the conversation more personal. You can reach potential clients where they are most active, like LinkedIn or Instagram.
• Quick Responses: Social media DMs often receive faster responses compared to emails. People check their social media accounts multiple times a day, making it a great tool for quick follow ups.
• Casual Tone: Social media allows for a more relaxed, conversational tone. You can build rapport easily while keeping the follow up professional.

5. Phone Calls

Despite the rise of digital communication, phone calls remain a crucial method for following up. They offer a direct, human touch that other methods lack.

Here's why to do it:

• Real-Time Conversation: Phone calls allow for immediate dialogue. You can answer questions, address concerns, and steer the conversation in real-time.
• Building Trust: Hearing your voice can build trust. Clients are more likely to feel confident when speaking directly with you.
• Personalized Approach: You can tailor the conversation to the client’s specific needs, making the follow up more effective.

6. Live Chat Follow-Ups

Live chat is a fast and effective way to follow up with clients who visit your website. It allows you to engage with them while they’re browsing your products or services.

Here's why to do it:

• Instant Support: Live chat provides immediate assistance. If a client has a question, you can answer it on the spot, reducing the chances of them leaving your site.
• Engagement During Key Moments: Live chat lets you engage with potential clients when they’re most interested. You can guide them through the decision-making process in real-time.
• Automated Follow Ups: Some live chat systems allow for automated follow ups. If a client leaves the chat, you can send a follow up message to continue the conversation.

7. Follow-Up Meetings

Follow-up meetings are a critical part of the sales follow up process. They help you stay on track with potential clients and ensure that the sales process continues smoothly.

Here's why to do it:

• Face-to-Face Interaction: These meetings can be in person or virtual. They allow for a more personal connection, which can be key to building trust.
• Clarify Next Steps: Use these meetings to discuss what happens next. Whether it’s another meeting, a product demo, or a final decision, make sure both parties are clear on the next steps.
• Address Concerns: A follow-up meeting is also a great chance to address any remaining pain points. You can answer questions and provide additional information that helps the client move forward.

8. Automated Sequences

Automated sequences are a modern and efficient way to manage your sales follow ups. They allow you to send timely, relevant follow-ups without manually tracking every interaction.

Here's why to do it:

• Time-Saving: Automation saves you time by sending follow-ups automatically based on triggers. For example, if a client opens an email but doesn’t respond, an automated follow-up can be sent.
• Consistency: With automated sequences, you ensure that no client is forgotten. Every potential client receives the right follow-up at the right time.
• Personalization: Even though these follow-ups are automated, they can still be personalized. You can set up sequences that include the client’s name and specific details about their needs.

15 Strategies to Close More Deals

1. Re-Engage Cold Leads

Re-engaging cold leads means reaching out to potential clients who have shown interest in the past but have gone quiet.

Why It Matters:

These leads have already shown interest, so they are more likely to convert compared to brand new leads. Ignoring them is like leaving money on the table.

How to Implement:

• Send a Re-Engagement Email: Use a simple, friendly email to check in. Ask if they’re still interested and remind them of the benefits of your product or service.
• Offer Something New: Share an updated offer or a new feature that might catch their attention. This can spark renewed interest.
• Use a Break-Up Email: If they still don’t respond, send a polite break-up email. Sometimes, this type of follow-up can prompt a quick reply.

2. Provide Value Upfront

Providing value upfront means offering something helpful to your potential clients before asking for anything in return.

Why It Matters:

When you give value first, it builds trust and positions you as someone who is genuinely interested in helping, not just selling. This approach can make your sales follow ups more effective.

How to Implement:

• Share Useful Content: Send them an article, a guide, or a case study that relates to their needs. Make sure it’s something they can use right away.
• Personalize Your Approach: Tailor your value to each client’s specific needs or pain points. This shows that you understand their challenges.
• Offer a Free Trial or Product Demo: Let them try your product or service for free. This gives them a risk-free way to see how it works for them.

3. Be a Consultant, Not a Salesperson

Being a consultant means focusing on helping your client solve a problem rather than just making a sale. It’s about offering advice and guidance tailored to their needs.

Why It Matters:

Clients prefer to work with someone who understands their challenges and offers real solutions. By acting as a consultant, you build trust and credibility, making it easier to close deals.

How to Implement:

• Ask the Right Questions: Start by asking about their challenges and goals. This helps you understand what they need and how you can help.
• Offer Solutions, Not Pitches: Focus on how your product or service can solve their problems. Avoid pushing for a sale too soon.
• Follow Up with Advice: After your initial conversation, send a follow-up email with additional insights or tips. This shows that you care about their success, not just the sale.

4. Organized Follow-Up Schedule

An organized follow-up schedule is a plan that outlines when and how you will follow up with potential clients. It keeps you on track and ensures that no leads are forgotten.

Why It Matters:

Staying organized helps you follow up at the right time. If you miss a follow-up, you might lose a potential deal. Having a schedule ensures you don’t miss these crucial touchpoints.

How to Implement:

• Create a Calendar: Use a digital calendar or CRM tool to set reminders for each follow-up. This will help you stay on top of your follow up process.
• Set Specific Times: Decide when to follow up, whether it’s a day after a meeting or a week after sending an email. Stick to the schedule.
• Review Regularly: Check your schedule weekly to ensure you’re on track with all your potential clients.

A complete follow up schedule helps you keep track of interactions and ensures timely follow-ups.

5. Strategic Calls

Strategic phone calls are planned and purposeful calls made during the sales follow up process. They are designed to move the conversation forward and address any concerns the client might have.

Why It Matters:

A sales follow up call allows for direct engagement, giving you a chance to address concerns and close the deal. Phone calls add a personal touch that emails and messages often lack. They allow for real-time conversations where you can clarify points and build rapport.

How to Implement:

• Prepare in Advance: Know what you want to discuss before making the call. Focus on the client’s pain points and how your product or service can help.
• Keep It Short: Respect the client’s time by keeping the call focused and concise.
• Follow Up with an Email: After the call, send a follow-up email summarizing the key points and outlining the next steps.

6. Leverage Testimonials

Leveraging testimonials means using positive feedback from past clients to build trust with new leads. Testimonials can be included in follow up emails, phone calls, or even during meetings.

Why It Matters:

Testimonials provide social proof that others have benefited from your product or service. This can be a powerful motivator for potential clients.

How to Implement:

• Include Testimonials in Emails: Add a short testimonial to your sales follow up emails to show that others have had success with your product.
• Mention Testimonials in Calls: During your phone calls, reference how other clients with similar pain points found your solution helpful.
• Use Visuals: If possible, include pictures or videos of happy clients in your follow-up materials. This adds a personal touch and makes the testimonials more relatable.

7. Negotiate Wisely

Negotiating wisely means finding a deal that benefits both you and the client. It’s not just about lowering prices; it’s about finding value for both sides.

Why It Matters:

A well-negotiated deal leaves both parties happy and increases the chances of a successful, long-term relationship.

How to Implement:

• Understand Their Needs: Before you negotiate, make sure you understand the client’s pain points. This allows you to offer solutions that matter most to them.
• Offer Value, Not Just Discounts: Instead of lowering your price, offer additional services or products that add value to the deal.
• Be Ready to Walk Away: Sometimes, the best negotiation tactic is knowing when to walk away. If the deal doesn’t work for both sides, it’s better to part ways on good terms.

8. Follow-Up After Every Sales Meetings

Following up after every sales meeting means sending a message or making a call to reinforce what was discussed and plan the next steps.

Why It Matters:

Follow-ups keep the momentum going and show that you are serious about working with the client. Sales reps who follow up after meetings are more likely to close deals because they keep the conversation alive.

How to Implement:

• Send a Recap Email: Right after the meeting, send an email that summarizes the key points discussed. This helps both you and the client stay on the same page.
• Schedule the Next Step: Always end your follow-up by scheduling the next meeting or action. This keeps the sales process moving forward.
• Be Timely: Don’t wait too long to follow up. Ideally, send your follow-up within 24 hours of the meeting to stay top of mind.

9. Prepare Sales Reps with Follow Up Call Scripts

Having a follow-up call script means preparing your sales reps with specific talking points for their calls. This ensures they stay on track and cover all important details.

Why It Matters:

A well-prepared follow-up call increases confidence and improves communication.

How to Implement:

• Create a Script Template: Develop a basic script that includes key points like greetings, asking about the client’s needs, and discussing next steps.
• Customize for Each Client: While the script provides structure, encourage your reps to tailor it to each client’s specific needs.
• Practice Makes Perfect: Have your sales reps practice the script until they are comfortable and can deliver it naturally during calls.

Every sales rep should be equipped with the right tools and strategies to effectively manage follow-ups.

10. Use Email Templates

Email templates are pre-written emails that can be customized for different clients. They save time and ensure your messages are consistent.

Why It Matters:

Templates help you maintain a professional tone and ensure you don’t forget important details. Follow up emails are crucial in keeping the conversation going with potential clients. Using a template means you can quickly send follow-ups without starting from scratch every time.

How to Implement:

• Create Different Templates: Have separate templates for initial contacts, reminders, and follow-ups. This allows you to quickly pick the right one based on where the client is in the sales process.
• Personalize Each Email: Even though you’re using a template, always add a personal touch. Mention something specific about the client or their needs to make the email feel less generic.
• Test and Improve: Track which templates get the best responses and adjust them over time to improve your results.

11. Write Catchy Subject Lines

A catchy subject line is the first thing your client sees when they receive your email. It grabs their attention and makes them want to open the email.

Why It Matters:

If the subject line doesn’t catch their eye, your follow up email might go unread.

How to Implement:

• Be Clear and Direct: Make sure your subject line tells the reader what the email is about. Avoid vague or misleading titles.
• Add a Sense of Urgency: Use words that make the reader feel like they need to act now, like “limited offer” or “last chance.”
• Use Numbers: People are drawn to numbers. For example, “3 Reasons to Reconnect” can be more effective than a general statement.

12. Offer Incentives

Offering incentives means providing something extra, like a discount or a free trial, to encourage the client to move forward with the deal.

Why It Matters:

Incentives give potential clients an added reason to choose your product or service. It makes the offer more attractive and can push them to make a decision.

How to Implement:

• Offer Limited-Time Discounts: Create a sense of urgency by offering a discount that’s only available for a short time.
• Provide Free Trials: Let clients try your product or service for free before committing. This reduces their risk and makes them more likely to say yes.
• Bundle Products or Services: Offer additional value by bundling your products or services together at a discounted rate.

13. Align Follow-Ups with the Sales Funnel

Aligning follow-ups with the sales funnel means adjusting your follow-up approach based on where the prospect is in the buying journey.

Why It Matters:

Different stages of the funnel require different approaches. Tailoring your follow up efforts ensures that you provide the right information at the right time.

How to Implement:

• Segment Your Leads: Group your leads based on their position in the funnel. For instance, some may be in the awareness stage, while others are ready to buy.
• Customize Follow-Ups: Use different follow up emails or calls depending on the segment. Early-stage leads might get informational content, while late-stage leads might receive special offers.
• Monitor Progress: Track how your leads move through the funnel and adjust your follow-up process as needed.

14. Ask for Referrals

Asking for referrals means encouraging your satisfied clients to recommend your product or service to others.

Why It Matters:

Referrals are powerful. People trust recommendations from people they know, and referral leads often convert at higher rates.

How to Implement:

• Choose the Right Moment: Reach out to clients after they’ve had a good experience with your product or service. This is when they’re most likely to refer others.
• Make It Easy: Provide your clients with a simple way to refer others, like a referral link or an email template.
• Offer Incentives: Offer a discount or a small reward for successful referrals. This can motivate clients to spread the word.

15. Quick Follow-Up via Text Messages

Quick follow-up via text messages means reaching out to leads or clients through SMS shortly after a meeting or interaction.

Why It Matters:

Text messages are personal and have a high open rate. In fact, 98% of text messages are read within minutes of being received.

How to Implement:

• Keep It Short: Text messages should be brief and to the point. A simple thank you or a reminder of the next steps works well.
• Be Professional: While texts are informal, make sure to maintain professionalism in your tone.
• Use for Timely Reminders: Text messages are great for reminding clients about upcoming meetings, deadlines, or offers.

Conclusion

A strong sales follow up is key to closing more deals. By using the strategies we've discussed, you can connect better with potential clients and guide them through the sales process. Keep refining your follow up efforts to see the best results in your sales journey.

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